Levi’s® has unveiled the India chapter of its global 'Behind Every Original' campaign, Many Ways, One Original, featuring Global Brand Ambassador Alia Bhatt.
The campaign builds on the first chapter by exploring the different influences, experiences and moments that shape personal identity and style. Drawing on Levi’s® legacy of more than 150 years as a canvas for self-expression, the campaign reinforces the idea that originality can take many forms.
The centrepiece is a new brand film inspired by the concept of a mixtape, bringing together different sounds, memories and influences. The film follows Bhatt through a subway corridor, a busy street corner and a neighbourhood pub, capturing varied moods and expressions of personal style.
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"Originality has never been about fitting into one version of yourself, and Behind Every Original has always celebrated the mindset that shapes individuality,"said Hiren Gor, Managing Director, South Asia, Middle East and Africa, Levi Strauss & Co. "With Many Ways, One Original, we wanted to celebrate the many influences and expressions that come together to shape who we are. Alia embodies that spirit effortlessly, and through this chapter, we are also bringing to life the versatility of Levi's® from different fits to complete looks that give people the freedom to style, experiment and express every version of themselves."
Speaking about the campaign, Alia Bhatt said, “We’re all made up of so many facets, shaped by our varied experiences, the things we love, the people we meet and the places we discover along the way. In a way, it’s a bit like a mixtape, every song adding something different to who we are and who we become. I love that this campaign celebrates all those different sides of us and the many ways they come together to make us who we are. There’s no one way to express yourself. You can play with different fits, pieces and looks to create something that feels personal, lived-in and uniquely yours.”
The campaign also puts the spotlight on Levi’s® versatility, showcasing a range of fits, silhouettes and pieces that can be styled across different occasions and moods. It positions personal style as something that can evolve rather than being defined by a single signature look. The latest Levi’s® collections are available across stores in India and online
